Tomic grew bored of his commerce degree six months in and dropped out, convincing his friend of 10 years to join him and together they spent a year researching market trends to find an entry point and spotted a massive gap in the teeth whitening market.

'I just felt that my passion was to begin now, going into the industry to really test myself,' Tomic told News Corp. ‘We thought it was a boring industry that didn’t give the consumer much option.'

HiSmile's success has been entirely built on social media, where it has more than 650,000 fans across its various pages.

When the first batch of its LED light-activated teeth whitening kits rolled off the production line, they did something not many brands thought to do - they sent more than half of it to beauty bloggers and social media personalities.

'In this day and age, no one’s really watching TV ads, no one’s really looking at billboards or reading magazines — everyone’s on their phones, everyone’s on Facebook, Instagram, Snapchat,' Mr Tomic said.

The pair heavily researched their demographic and found that they spoke most to 15-24 year-old females, so they tailored their message to them.